A new trend has emerged on TikTok, centered around “Group 7,” a supposedly exclusive club that has taken over the app and appeared in countless viral videos over the past few days. The trend originated from singer Sophia James, who uploaded seven nearly identical videos to promote her new single, “So Unfair.” The videos were designed to determine which “group” users belonged to, based on which one appeared on their For You Page.

The seventh and final video, Group 7, quickly gained popularity and became an inside joke among those who landed in the group. The original video has now garnered over 17 million views and 2.3 million likes, making the “exclusive” club less exclusive. James told Media Talk Africa that she was simply trying to promote her song, but the trend has brought people together, which is a dream come true for her as an artist.

The trend has since spawned over 55,000 videos tagged Group 7, with users creating their own content around the phenomenon. This includes dance clips, explainer videos, and monologues outlining the defining traits of a true Group 7 member. The trend fits into a broader TikTok playbook, where creators manufacture “in-groups” to drive engagement and game the algorithm.

Despite the trend’s popularity, it is likely that the majority of users who have seen James’ original video are now part of Group 7. James is thrilled with the response and is organizing a real-life Group 7 meetup in London, England, as a reward for her fans. The meetup is scheduled for Friday, October 24.

The Group 7 trend is a testament to the power of social media in creating and spreading viral content. It also highlights the importance of community and connection in the online space. As the trend continues to evolve, it will be interesting to see how it develops and what other creative content emerges from it. With its massive reach and engagement, the Group 7 trend is a significant development in the world of social media and online culture.